Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to develop their own methods for assessing and labeling products containing these ingredients. This has resulted in confusion regarding the claims some companies make about whole grains. Recently, GoodMills Innovations, a German milling company, introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole-grain content of their products. They can then download a seal indicating the percentage of whole grains for display on packaging. This seal enables consumers to easily identify healthier options. Additionally, manufacturers can leverage this label to boost sales.
While a regulatory approach could provide a more standardized and meaningful framework, questions arise regarding its implementation. Aligning government agencies, manufacturers, and consumer groups behind a unified system would be a significant challenge. The lead researcher of a study from the University of Hertfordshire suggests integrating whole grain measurements into existing systems, such as the U.K. Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. However, some critics argue that these systems are overly simplistic, while others find them ineffective.
In the meantime, consumers are increasingly seeking products that contain whole grains, drawn by their health benefits as well as the unique textures and flavors of both new products and ancient grains. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than six months prior. According to Technavio, the global whole grain foods market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021. Despite this rising interest, studies indicate that consumers worldwide remain uncertain about the recommended intake of whole grains and which foods are rich in them. A recent global survey conducted by General Mills and Nestlé found that 83% of the more than 16,000 participants were unsure of the appropriate grams of whole grains to consume, while 47% believed they were getting enough.
Establishing a global whole grain labeling system could alleviate some of this confusion by creating common evaluation criteria for consumers. Such a system would be particularly valuable in promoting public health, especially considering the role of nutrients such as calcitriol and calcium citrate malate in enhancing the health benefits of whole grains. Therefore, given the growing popularity of whole grains and their potential impact on public health, pursuing this initiative seems worthwhile.